Trends in Market Research & The State of Survey Data Collection

Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to variety of reasons—most recently the COVID-19 pandemic, recession, high unemployment, social unrest and more. Such changes have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. The means to help them do this is marketing research.

Join Kathryn DeBoer, Senior Vice President & Chief Quality Officer at WestGroup Research, as she addresses the following:

• An overview of disruptors impacting market research over the past few years (including COVID-19) and current trends in research methodologies and reporting.
• The impact of COVID-19 on research participants and research companies.
• An understanding of things that impact market research methods.
• Different ways to collect data/information from your constituencies.
• The right questions to ask when conducting market research studies to make sure you’re getting the best/most applicable market research information.

This event is for business owners, sales professionals, corporate marketing and marketing professionals and agencies who are interested in learn understanding the things that impact market research methods and different ways to collect data/information from their constituencies.

Speaker: Kathryn DeBoer, Senior Vice President & Chief Quality Officer at WestGroup Research

Kathy DeBoer is well known for her expertise in public-sector research. She has provided direction and resources to many government entities in Arizona and throughout the United States.

Public-Sector Research

Ms. DeBoer has a long history of conveying the opinions of residents, parents, students, employees, voters, and riders to the Schools/Districts, Towns and Cities, and other government agencies that serve these constituencies. Kathy is highly respected for expertise in transportation-related research and recently presented at the Travel Research Board Conference (TRB 2018) in Washington DC.

Private-Sector Research

Kathy works with many clients on customer experience, branding efforts, and marketing communications. Ms. DeBoer serves clients in health care, advertising, media, manufacturing, and consulting.

Clients appreciate that Kathy draws on decades of qualitative and quantitative research practice to creatively craft the best solution for their research needs. Ms. DeBoer is relied upon to help clients determine and define research goals, which often includes an audit of existing data sources. Integrity, responsiveness, flexibility and innovation are the reason’s Kathy has so many long term clients that view her as a partner in solving their business challenges. 

Leadership and Community Involvement

• Arizona Forward: Chair Central Regional Council 2018-2020. Also currently serves on the Transportation Committee and Communications Committee.
• About Care: Board Member of this non-profit organization that provides support services to homebound residents in the cities of Chandler, Gilbert, and Queen Creek. Previously served as Board Chair.
• Arizona State University: Psychology Leadership Council
• American Marketing Association: Past President, Phoenix Chapter.
• WestGroup Research: Owner, Chief Quality Officer, Board of Directors

Education

• MA Human Factors Psychology, Arizona State University
• BA Psychology, Calvin College, Grand Rapids, Michigan